I'm pretty flabbergasted about the McDonald's Twitter fiasco that happened last week. As this article points out, it's sooo easy for social media campaigns to be taken over/ co-opted by people who have an axe to grind with the sponsoring firms. Consumers have power -- lots and lots of power (even if that power is just a loud voice, or lots of voices)!
Two other famous examples of firms having social media go the wrong way for them:
Chevy Tahoe (2006)
and Nestle (2010).
Something interesting that I noticed about the headlines for the McD's story is how many of them used the word "hijack" to describe the consumer response. I don't think that handing the keys to someone and telling him/her to take a spin can be considered "hijacking," even if the driver decides to crash your car... on purpose.